« create and manage sensory
atmosphere of outlets: some insights on
the tactile experience »


         Hoo-Ha Sensorimix ...
who am I ?

  research engineer in EDF (Électricité de
  France)
  worked on acoustic and thermal assessment
  of HVAC app...
introduction




         Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
vision dominates in outlets!




          Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
vision dominates in outlets!




          Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
most of the time touching is forbidden!




         Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
most of the time touching is forbidden!




         Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
touch can heal…




        Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
… touch can harm !




       Dim Mak Power Striking points of the head
          Hoo-Ha Sensorimix Festival New-York City...
touch can provide affection




         Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
beyond « I believe what I see » (StThomas)




          Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
touch in virtual reality




          Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
then came the kill’app !




          Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
tactile experience in outlets




          Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
tactile experience in outlets




          Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
tactile experience in outlets




          Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
tactile experience in outlets




          Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
different types of touch




          Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
first type: neutral touch




          Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
second type: informational touch




Lederman & Klatzky (1991)
                       Hoo-Ha Sensorimix Festival New-York ...
third type: autotelic touch




          Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
but tactile experience goes beyond
haptic interactions
somesthesia has 2 senses:
  the perception of tactual or propriocep...
but tactile experience goes beyond
haptic interactions
somesthesia involves 6 primary qualities:
  touch- pressure (includ...
sources of tactile experience in outlets




          Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
sources of tactile experience in outlets
the experience of the products sold in the              manipulation of the produ...
manipulation of the products




Heslin & Alpert (1983) ; Peck & Childers (2003) ; McNabe & Nowlis (2003) ;
Grohmann, Span...
manipulation of the products




         Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
inter-personal contacts




Erceau & Guéguen (2007) ; Kaufman & Mahoney (1999) ; Lynn, Le & Sherwyn (1998) ; Bohm
& Hendri...
inter-personal contacts




         Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
physical environment




         Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
physical environment




         Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
hygrothermal environment




        Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
hygrothermal environment




        Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
hygrothermal environment




        Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
hygrothermal environment




        Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
hygrothermal environment




        Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
movements within the environment




        Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
carrying « things »




          Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
managing the tactile experience




         Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
managing the tactile experience

  first of all (as usual!), define a strategy: a bad
  experience in one case can be a go...
managing the tactile experience

  then :
    avoid / remove bad experiences
    at least provide neutral experiences
    ...
managing the tactile experience

  multi-sensory integration :
    « … the integration of information from different
    s...
managing the multi-sensory experience




         Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
managing the multi-sensory experience

  different mecanisms of multi-sensory
  integration to use :
    cross-modal trans...
cross-modal transfer

  an information on one modality is giving
  information on another modality

    touching an object...
complementary integration

 this mecanism is here to preserve the unity of
 an object / material you perceive

   all the ...
redundant integration

  when different senses are able to give
  information of the same feature

    sight and touch giv...
perceptual conflicts (uncongruencies)

  it appears when an information given in a
  modality is not confirmed by another
...
managing the multi-sensory experience




         Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
to know more…

                          Chapitre 6 (pp 171-206)
                          « Comment gérer les sensations ...
thank you for your attention…




    …… we keep in touch!
                  touch!
    edouard.siekierski@edf.fr

     Ho...
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Create and manage sensory atmosphere of outlets: some insights on the tactile experience

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A lecture given at the HooHa Sensorimix Festival New-York in november 2009.

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Create and manage sensory atmosphere of outlets: some insights on the tactile experience

  1. 1. « create and manage sensory atmosphere of outlets: some insights on the tactile experience » Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  2. 2. who am I ? research engineer in EDF (Électricité de France) worked on acoustic and thermal assessment of HVAC appliances (Sensory interactions) – more widely perception of indoor environment (1997 – 2006) developped the sensory sciences in EDF (trained panels + consumer tests in a specific « comfort laboratory » Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  3. 3. introduction Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  4. 4. vision dominates in outlets! Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  5. 5. vision dominates in outlets! Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  6. 6. most of the time touching is forbidden! Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  7. 7. most of the time touching is forbidden! Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  8. 8. touch can heal… Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  9. 9. … touch can harm ! Dim Mak Power Striking points of the head Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  10. 10. touch can provide affection Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  11. 11. beyond « I believe what I see » (StThomas) Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  12. 12. touch in virtual reality Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  13. 13. then came the kill’app ! Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  14. 14. tactile experience in outlets Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  15. 15. tactile experience in outlets Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  16. 16. tactile experience in outlets Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  17. 17. tactile experience in outlets Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  18. 18. different types of touch Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  19. 19. first type: neutral touch Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  20. 20. second type: informational touch Lederman & Klatzky (1991) Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  21. 21. third type: autotelic touch Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  22. 22. but tactile experience goes beyond haptic interactions somesthesia has 2 senses: the perception of tactual or proprioceptive or gut sensations the faculty of bodily perception; sensory systems associated with the body; includes skin senses and proprioception and the internal organs Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  23. 23. but tactile experience goes beyond haptic interactions somesthesia involves 6 primary qualities: touch- pressure (including temporal variations such as vibration) warmth, coolness, pain, itch the position and movement of the joints Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  24. 24. sources of tactile experience in outlets Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  25. 25. sources of tactile experience in outlets the experience of the products sold in the manipulation of the products (possible or outlet not) other persons within the outlet (clients, inter-personal contacts vendors) the environment of the outlet contact with the physical environment (floor, walls, objects, furnitures…) contact with the hygrothermal environment the actions the client has to make in the movements within the environment (stairs, outlet escalators, heights of the merchandising,…) carrying « things » (products, child…) within the environment Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  26. 26. manipulation of the products Heslin & Alpert (1983) ; Peck & Childers (2003) ; McNabe & Nowlis (2003) ; Grohmann, Spangenberg & Sprott (2007) ; Shu & Peck (2007) ; Fenko, Schifferstein, Hekkert (2009) Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  27. 27. manipulation of the products Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  28. 28. inter-personal contacts Erceau & Guéguen (2007) ; Kaufman & Mahoney (1999) ; Lynn, Le & Sherwyn (1998) ; Bohm & Hendricks (1997) ; Hornik (1992) Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  29. 29. inter-personal contacts Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  30. 30. physical environment Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  31. 31. physical environment Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  32. 32. hygrothermal environment Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  33. 33. hygrothermal environment Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  34. 34. hygrothermal environment Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  35. 35. hygrothermal environment Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  36. 36. hygrothermal environment Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  37. 37. movements within the environment Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  38. 38. carrying « things » Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  39. 39. managing the tactile experience Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  40. 40. managing the tactile experience first of all (as usual!), define a strategy: a bad experience in one case can be a good in another one, depending of the strategy! positionning (luxury, low-cost, popular, …) type of customers and their expectations, motivations, unwanted features,… purposes of the tactile experience and its interaction with other sensory dimensions Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  41. 41. managing the tactile experience then : avoid / remove bad experiences at least provide neutral experiences enhance good experiences … but no over-stimulations! Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  42. 42. managing the tactile experience multi-sensory integration : « … the integration of information from different sensory systems is a fundamental characteristic of perception and cognition… » « … the neurobiological data reviewed here suggest that much, if not all, of neocortex is multisensory… » « … this necessarily forces us to reconsider the validity of probing the brain unimodally… » Ghazanfar & Schroeder (2006) Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  43. 43. managing the multi-sensory experience Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  44. 44. managing the multi-sensory experience different mecanisms of multi-sensory integration to use : cross-modal transfer complementary integration redundant integration perceptual conflicts (uncongruencies) Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  45. 45. cross-modal transfer an information on one modality is giving information on another modality touching an object / material in the dark giving you information to recognize the same object in the daylight when you see it Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  46. 46. complementary integration this mecanism is here to preserve the unity of an object / material you perceive all the sensory dimensions of a object / material(color, touch…) creating a unified feeling of high quality Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  47. 47. redundant integration when different senses are able to give information of the same feature sight and touch giving information on the texture / rugosity of an object / material Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  48. 48. perceptual conflicts (uncongruencies) it appears when an information given in a modality is not confirmed by another modality (positive or negative surprise) give a visual impression of hardness of a material which is not confirmed while touching the same material Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  49. 49. managing the multi-sensory experience Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  50. 50. to know more… Chapitre 6 (pp 171-206) « Comment gérer les sensations tactiles ? » Virginie Maille, Edouard Siekierski Hoo-Ha Sensorimix Festival New-York City (Nov 2009)
  51. 51. thank you for your attention… …… we keep in touch! touch! edouard.siekierski@edf.fr Hoo-Ha Sensorimix Festival New-York City (Nov 2009)

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